Etihad Airways has launched its latest commitment to providing its guests with greater control, choice and value by personalising their travel experiences, with a new dining concept and fully-customisable economy experience.
The ‘Go Your Own Way’, campaign, part of the airline’s overall ‘Choose Well’ brand platform, includes a major Economy transformation programme starting with the cabin upgrade and refurbishment of 23 narrow-body Airbus A320 and A321 aircraft which are used mainly on short-haul regional services and further afield to 38 Etihad gateways within five hours of flight from Abu Dhabi. The retrofit programme, which includes new personalised wireless streaming entertainment to smartphone and tablet devices, is scheduled for completion in August this year.
Tony Douglas, Group chief executive officer, Etihad Aviation Group, said: “As part of our ‘Choose Well’ promise, we are empowering our guests with more control of their travel experiences, through onboard digital transformation, improved choice and redesigned cabins and products.
“As a leading full-service airline, Etihad is adapting to meet the specific needs and requirements of all travellers, providing more of what they really want to enjoy in-flight. This not only delivers greater choice and personalisation, it also ensures we continue to provide a superior, commercially wise and sustainable service offering.”
Etihad has launched a redesigned and enhanced complimentary dining concept on all its flights. On journeys of over three hours, the main course of the core complimentary dining service is now a larger, contemporary bistro-style meal which is higher in quality, with a focus on fresh seasonal ingredients and more destination focused choices. A new curved triangular base plate design reflects the heritage of Abu Dhabi and is made using recycled materials. New cutlery is 85% lighter, reducing aircraft weight and fuel burn.
In addition, the significantly expanded ‘Sweet or Salty’ retail menu complements the core dining service with offerings including a Tapas box, hot dishes, and premium sweet and savoury snacks, all available for purchase. The selection also includes exciting options for children. The new retail service will be enhanced by partnerships with leading brands such as Bateel, Starbucks, Thorntons, Cawston Press, Heavenly, Perrier and Barebells.
Etihad is also refreshing soft products including new blankets, pillows and headrest covers to further enhance in-flight comfort and ambience.
Etihad is progressively upgrading the economy cabins of its narrow-body fleet of Airbus A320 and A321 aircraft. These are used mainly on short-haul regional services, and further afield to 38 Etihad gateways within five hours of flight from Abu Dhabi. The airline is installing modern and refreshed cabins featuring ergonomic Extra-spatial Design seats by UK based Acro. The next-generation seats, which will maintain comfortable ‘living space’ in the seat area, and provide increased knee room, are designed around the guest’s digital devices with fast-charging USB points and an adjustable phone and tablet holder.
Guests on narrow-body aircraft (A320/321) will be able to simply log on and connect via a browser to wirelessly stream more than 300 hours of free in-flight entertainment through Etihad’s onboard Panasonic eXW system directly to their own devices. To view a wider range of entertainment programming, including more Hollywood blockbusters, international movies, and premium TV programming such as HBO and Universal shows, guests can simply download the new E-BOX STREAM app prior to travel.
In-flight entertainment via personal seat back screens will remain standard in the Economy cabins on the airline’s fleet of wide-body Airbus and Boeing aircraft.